Luxury brands pivot to the US market as China's recovery stalls: A city-by-city investment analysis
By
Madeleine Schulz, Veronica Dall’Antonia
Summary
The article analyzes the luxury retail industry's renewed focus on the United States market in 2025-2026, driven by China's sluggish luxury recovery. North America led global luxury store openings in 2025 at 27%. It examines which US cities luxury brands are investing in, the strategic shift from coastal-only presence to deeper market penetration, and the economic factors behind this trend. The piece provides detailed analysis of key markets, consumer demographics, and investment patterns across American cities.
Source
Twitter / XLuxury brands pivot to the US market as China's recovery stalls: A city-by-city investment analysisvogue.comKey quotes
· 3 pulledNorth America led luxury store openings in 2025, accounting for 27% globally, according to Savills.
Every brand I talk to is reinvesting in the US.
It's largely driven by the yet-to-bounce-back China.
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